Search Retargeting: 4 Tips To Use Recency To Drive Performance

11/29/2011

In life, timing can be everything. But in marketing, it can make the difference between a sale and a missed opportunity. That’s why the topic of recency is so important to marketers. Fortunately, search retargeting can help marketers capitalize on recency to drive performance.

Understanding Recency & The Window Of Opportunity

The concept of recency has been a key element in marketing for decades. It speaks to customer engagement in relation to time. For example, a consumer who interacted with your brand two days ago is more engaged and has a better recency score than someone who did the same a year ago.
In short, recency informs marketers about the window of opportunity to reach a consumer. I think industry legend Erwin Ephron said it best:

“… there is a window of opportunity for the ad message preceding each purchase. Advertising’s job is to influence the purchase. Media’s job is to put the message in the window.”